Gap’s Interactive Holiday Site Lets You Play Music With Your Stripes
An augmented reality experience enables users to create different sounds by activating their webcam and strumming stripy clothes
Gap has partnered with the electronic music artist Blood Orange for an interactive experience created for the holiday season. ‘Play Your Stripes’ is an augmented reality experience on Gapgiftguide.com, a site that offers a holiday gift guide for stress-free seasonal shopping. The experience lets visitors create different sounds by activating their webcam and then strumming their stripy clothes.
Part of a campaign, created in collaboration with Wieden + Kennedy New York, ‘Play Your Stripes’ enables users to remix sounds on the track “It Is What It Is” by Blood Orange or create their own tunes using a variety of synthesized musical notes. These personalized creations can then be shared on social media.